May 2012
American Rivers:  Get more green
American Rivers Digital Ad -  Get more green



Each year, billions of gallons of rain runs off water-impervious surfaces such as concrete, metal, and asphalt. The overwhelming amount of water is too much for sewers to handle, which results in rainwater mixing with waste, causing health threats, beach closures, habitat degradation and swimming and fishing advisories. To help combat this, American Rivers, has created green rooftops that can trap and filter storm water rather than allowing it to run into sewers. The roofs go beyond health and provide cost benefits to both people and businesses as they greatly reduce heating, cooling and repair expenses. As part of the initiative, GSP has created online tools that help show companies how they can “green” their roof, as well as the environmental and economic savings that will result. In addition, GSP created a “seed slingshot bookmarklet” that users can use to “green” any web page on the internet and see the amount of savings that can come from going green. There are also online banners, Facebook and Twitter pages, video and print ads driving people to the online tool. The campaign’s goal is to educate people and businesses on the benefits of green rooftops, and encourage them to put pressure on city/national leadership to implement more green rooftops.

Digital advertisement created by Goodby Silverstein & Partners, United States for American Rivers, within the category: Public Interest, NGO.

Advertising Agency: Goodby Silverstein & Partners, USA
Co-chairman / Partner: Jeff Goodby
Account Directors: Kathryn Krischer, Jason Bedecarre
Assistant Account Manager: Kateri McLucas
Senior Interactive Producer: Collin Whitehead
Senior Interactive Developer: Scott Shue
Senior Copywriter: Niklas Lilja
Junior Art Director: Shravan Hegde
Brand Strategist: John Quintana
Producer: Leila Seghrouchni
Senior Print Producer / Art Buyer: Noah Dasho
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